27th October 2017 @ 1:45 pm - 5:30 pm
The Lighthouse, Glasgow
£45 - £75

If your arts and cultural organisation has a marketing strategy focused purely on selling more tickets to new audiences, you may be missing a valuable opportunity to grow audiences and revenue that’s right under your nose.

Studies have shown that acquiring a new customer costs around five times more to recruit than an existing one. In today’s fast moving world where everyone is competing for attention, retaining and developing a loyal following is essential. Data we’ve gathered from cultural organisations across Scotland shows that a focus on loyalty and retention has the potential to reduce costs, increase revenues and boost audience numbers significantly.

Why attend?

We have invited three accomplished speakers from the arts and sports sectors to share their recent success stories for this one-off event; Nathan Bombrys, Managing Director of Glasgow Warriors; Charlotte Gross, Head of Sales and Marketing at Scottish Ballet; Elizabeth Burchell, Director of Communications at Underbelly.

They will share not only what their organisations did to build a loyal audience, but how they did it. Q&A sessions as well as our closing hour of networking and wine will give you the chance to get involved and to share your own experiences.

You will learn:

  • Where to begin – how to get buy-in for your ideas
  • What kind of audience research do you need?
  • The type of marketing activity and communications involved
  • How to nurture trust and manage your ongoing relationship with your audience
  • How to handle first time attendees to encourage repeat attendance in the future.

Meet the Speakers

Charlotte Gross – Head of Sales & Marketing, Scottish Ballet

Charlotte has a degree in Applied Mathematics and Social Science (University Paris Dauphine) and a European Masters in Management (ESCP Europe Business School, Oxford-Madrid-Paris).

Her professional life began in the music industry, starting in the TV Promotion departments of Virgin France and Sony Music France. Charlotte joined the Marketing department of Virgin France in 1999 where she was product manager of many international artists including Britney Spears, David Bowie, Everything But The Girl and Bryan Ferry. She then moved to London to become Marketing Manager of EMI’s imprint label Source Records, developing newly signed bands like Turin Brakes and Kings Of Convenience as well as working with more established artists like Air.

Charlotte joined Scottish Ballet as Head of Marketing and Communications in 2004 becoming Head of Sales and Marketing in 2016. During this time, she led on the implementation of CRM and box office system Tessitura, significantly increased box office income and managed two re-brandings. She has a particular interesting in digital Marketing and Communications and under her leadership Scottish Ballet won the UK Golden Tweet (2009), successfully sold a Scottish tour using exclusively digital marketing (2012), received a Commendation for Digital Media Strategy of the Year (2015 DADI Awards) and recently received a nomination at the 2017 UK Theatre Awards for Achievement in marketing/audience development for the first Digital Season (a month long programme of films, live streams and other digital projects).

Nathan Bombrys – Managing Director Glasgow Warriors

Nathan is Managing Director of Glasgow Warriors, having taken up his post in 2011. His oversaw the successful move from Firhill to the Warriors new home at Scotstoun. Nathan is credited with a large part of the success of growing the Warriors to the club as they are today, going from 700 season ticket holders at Firhill to 5,500 at Scotstoun and from half a dozen sponsors and business partners to over 100. The Warriors sold out all home games last season (2016/17) at Scotstoun with the average crowd now over 7,000 and clamour from the supporters to increase the capacity of the ground which is likely going to increase with exciting new player signings and a new coach for the 2017/18 season.

The Warriors under Nathan have changed the face of sport in Glasgow and consistently perform at the highest domestic level, reaching the playoffs in the PRO12 in 6 of the last 7 seasons, including the successful championship winning season of 2014-2015. In 2016/17 Glasgow reached the last 8 in the European Champions Cup for the first time in the club’s history.

Nathan came to Glasgow from Scottish Rugby where he was head of commercial at Scottish Rugby where he helped to restructure the commercial programme at Scottish Rugby. Prior to moving back up to Scotland, Nathan was Commercial Director at Sale Sharks where he was part of an unprecedented period of success which saw the Northwest club’s support base increase from averages of 2,000 to 10,000 and win the European Challenge Cup in 2002 and 2005 and the Guinness Premiership in 2006.

Nathan is originally from Michigan, USA, and attended Syracuse University in upstate New York, studying Film and Drama.

Elizabeth Burchell – Director of Communications, Underbelly

Elizabeth Burchell is Director of Communications for Underbelly – a UK based live entertainment company and one of the biggest operators at the Edinburgh Festival Fringe. In 2017, Underbelly sold over 291,000 tickets for over 150 shows in 16 venues. Underbelly also produces Edinburgh’s Christmas and Edinburgh’s Hogmanay on behalf of the City of Edinburgh Council, Underbelly Festival on the Southbank in London, West End Live in Trafalgar Square, Pride in London and has recently opened Clark Peter’s Five Guys Named Moe in a specially constructed temporary theatre in Marble Arch. Elizabeth has overall responsibility for marketing, communications, partnerships and sponsorships across all Underbelly brands and events.

Prior to this she was Head of Marketing, PR and Sponsorship for the Edinburgh Festival Fringe Society – the company that organises the structure which underpins the Edinburgh Festival Fringe, the largest arts event in the world. In 2017, over 25,000 participants staged over 53,000 performances of more than 3,300 shows, with an estimated 2.6 million tickets issued. Elizabeth oversaw a year-round department of eight, rising to over 50 during the Fringe and was responsible for a wide variety of areas including brand, marketing and digital strategy, media and PR, customer communications, design and print, research, fundraising and sponsorship and the Fringe Street Events on the High Street and The Mound. Elizabeth began her career in Marketing in 2002 as an Account Executive at Barkers and has gone on to hold roles at ESPC, Space and Time Media, the Scottish Government and Tesco Bank before joining the Edinburgh Festival Fringe Society’s Senior Management Team in 2012 and then Underbelly in July 2017.


1.45pm: Registration, coffee

2.00pm: Welcome & Introduction from CEO Culture Republic – Julie Tait

2.05pm: Speaker 1

2.35pm: Speaker 2

3.05pm: Q & A

3.15pm: Break, tea/coffee

3.35pm: Speaker 3

4.05pm: Q&A with all 3 Speakers

4.25pm: Wine & conversation

5.30pm: Approx end time


What can I bring to the event?

Please bring your own electrical devices and chargers for note taking

Where can I contact the organiser with any questions?

If you have any questions prior to the event please contact us on scotland@culturerepublic.co.uk

What is the refund policy?

We have a 48hr cancellation policy. If you are unable to attend the event please let us know 48hrs in advance of the event. After this time you will not be eligible for a refund.

Image credit: Spotted… micadew (CC BY-SA 2.0(some areas desaturated from original)

Main image credit: Image credit: Spotted… micadew (CC BY-SA 2.0) (some areas desaturated from original)